IMISP MBA program - DRAFT PROGRAM STUCTURE - Study Tour Differentiation strategies: Italian experience 12.03-18.03 2012 Program coordinator: Prof.
DIFFERENTIATION STRATEGIES: ITALIAN EXPERIENCE STUDY TOUR LEARNING OBJECTIVES: (a) to introduce Study Tour participants to the peculiarities of the Italian business and entrepreneurial contexts; (b) to discuss in class and during the company visits the best-practices of value management adapted by Italian companies that became global or regional leaders in their industry segments; (c) to amplify the participants knowledge of managerial instruments that can be used by companies to differentiate themselves from competitors, create value for their customers, communicate efficiently their product or service offering and to ensure the consistent t delivery of quality and strategy implementation. (d) to discuss, together with participants, the key underlying factors of the Italy s competitiveness in luxury goods and services, fine food and beverages and luxury automotive industries. During the Study Tour the participants will be introduced to the real-life success stories of the Italian companies through discussions of case studies and company visits (all conducted and contextualized by SDA Bocconi faculty members).
Day 1 Getting to know Italy and Milan: introduction 8:45 10.0000 Introduction to the program Welcome by SDA Bocconi management (Ing.Gasparri, SDA Bocconi Director) LECTURE: Introduction to the Italian economic and business context 10:00-10:15 Coffee-break 10:15 11.45 LECTURE: Introduction to differentiation strategies: the impact of new technologies on the consumer society C.A. Carnevale Maffe with Coffee with sandwiches 12.00-13.30 14:30-16:30 LECTURE: New technologies and premium products and services: best practices. Guest speaker on intellectual property rights protection in fashion: Moncler/Certilogo Walking tour in Milan (in Russian)
Day 2 Made-in-Italy: fine food and luxury automotive industries 6:30 Departure from Milan 8:30 10:30 Visit to Parmigiano Reggiano (Parmezan) A.Polyakova cheese-making farm as an example of fine food made-in-italy Italy product. Discussion of the production process and peculiarities of the business models. Italian national context as an opportunity to develop fine products. 10:30 12:30 Transfer to Lamborghini factory 12:30-14:00 Lunch break at a typical Italian trattoria (close to Lamborghini factory) 14:00 16:00 Visit to Lamborghini (museum and production facilities) 21:00 Return to Milan
Day 3 Differentiation strategies in the new global context: the case of wine industry 900 9:00 10:30 LECTURE: Italian districts i t of wine making: introduction to DOC/DOCG rules and their impact on firms competitiveness 10:30-11:30 11:30-12:30 Transfer to the winery Visit of a small winery in Franciacorta (Italian region famous for its fine sparkling wine). Overview of production facilities, certification processes. Discussion with one of the entrepreneurs. A.Polyakova 12:30-14:00 Cold buffet lunch with wine tasting of local wine 14:00-15:00 Visit to the winery s museum of local traditional agriculture 16:30 Return to Milan
Day 4. Differentiation strategies in the new global context: how to sustain the competitive advantage 9:00 10:30 Sources of differentiation competitive advantage in the global context: cases of Parmesan cheese producers, Lamborghini and European wine industry 10:30-11:00 Coffee-break 11:00 12:30 Introduction to the assignment on the sustainability of competitive advantage (Parmesan cheese producers, Lamborghini and European wine industry) 14:00 18:00 Participants start working in small groups on their field projects
Day 5. Differentiation strategies in the new global context: presentations and discussion in class. Program wrap-up 9:00 12:30 Presentations by course participants and class discussion: sustainability of competitive advantage: Parmesan cheese producers, Lamborghini and European wine industry 12:30 PROGRAMME WRAP-UP